Canadian athletes at the Milan Cortina Olympic Games rely on diverse funding sources, including sponsorships, federal grants, prize money, and family support. Social media has emerged as a key revenue stream for many, especially since the International Olympic Committee relaxed its guidelines on athlete posts during the Games.
Relaxed IOC Rules Boost Athlete Branding
Canadian cross-country skier Xavier McKeever notes that athletes with large followings now earn from social media, expanding their reach to attract new sponsors. “We call it building your brand,” McKeever said.
Previously, Rule 40 of the Olympic Charter strictly limited athlete promotions to protect official sponsors. Athletes could not acknowledge their backers during peak visibility periods at the Games. Pressure from competitors led to changes starting with the Tokyo Olympics in 2021, transforming how athletes monetize their platforms.
Agents Highlight Social Media’s Value
Agent Brian Levine, who represents sprinter Andre De Grasse through Envision, explains that athletes serve as their own media channels. “When a brand partners with an athlete, they’re actually getting their following,” Levine said. “They have the benefit of being able to tap them for user-generated content.” Even modest followings of 25,000 to 100,000 followers add significant value.
Balancing Training and Content Creation
While social media keeps athletes visible outside TV broadcasts, it demands time amid intense training. Bobsledder Cynthia Appiah wishes she posted more but prioritizes performance. “I would love to post more. I just never could create the content because I’m so focused on training,” she said.
Freestyle skier Rachael Karker reveals that many sponsorship contracts require social posts. “It’s usually half of the contracts you get from big sponsors are involving social media,” Karker noted. Brands now favor digital promotion over traditional ads like billboards or cereal boxes.
Viral Moments Drive Follower Growth
Biathlete Adam Runnalls saw his Instagram followers surge from 1,600 to over 28,000 after sharing his knitting hobby at the Games. Figure skater Madeline Schizas gained attention when her plea for a university assignment extension went viral, drawing international coverage.
McKeever points to a South African cross-country skier who built a 10,000-follower brand around his unlikely Olympic journey, proving non-medal contenders can thrive online.
Generational Views on Social Media
Opinions divide by age. Veteran speed skater Laurent Dubreuil, 33, views it as a necessary chore. “Social media is crucial. To be frank, I don’t like it,” he admitted, eager to retire from it.
Younger ski jumper Abigail Strate, 24, embraces it naturally, blending competition and personal life for her 18,000-plus Instagram followers. “I’ve kind of always grown up as an athlete with social media,” she said.
Uneven Playing Field in Athlete Marketing
Visual sports like snowboarding aid stars such as Mark McMorris, with 817,000 followers. Snowboarder McMorris leverages his sport’s appeal and personality for campaigns, like a Dove tattoo promotion. “Social media allows us to promote ourselves, and it’s helped financially in my career,” McMorris said. “I try not to talk down on it too much.”
Levine acknowledges advantages for those with agencies or natural charisma, underscoring the uneven nature of sports marketing.
